From Good Products To Visible Brands: A Marketing Management Perspective On Local Agribusiness Actors In A Peri-Urban Village Of North Sumatra

Ocdy Amelia; Siswa Pratama; Sulardi

doi:10.63922/ijebir.v5i06.6800

Ocdy Amelia Universitas Pembangunan Panca Budi, Medan, Indonesia
Siswa Pratama Universitas Pembangunan Panca Budi, Medan, Indonesia
Sulardi Universitas Pembangunan Panca Budi, Medan, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.6800

Keywords: Marketing Management, Marketing Mix, Promotion Strategy, Brand Positioning, Marketing Performance

Abstract

Local agribusiness products in peri-urban villages often have good quality but limited market visibility. This study examines the marketing management practices of local agribusiness actors through the stages of the marketing management process, namely market analysis, strategic planning, marketing mix implementation, and marketing control. The study was conducted in Medan Krio Village, Deli Serdang Regency, North Sumatra, using a quantitative descriptive design supported by field observation. Data were collected from 50 agribusiness actors selected purposively through a 40-item questionnaire on a five-point Likert scale and analysed using mean scores, standard deviations, agreement percentages, and interval categories. Observations from a mentoring programme held on 21 July 2026 were used for triangulation. The results show an imbalance in the marketing mix. Product strategy obtained the highest score (M = 4.76), while promotion was the weakest marketing function (M = 3.72), followed by segmentation, targeting, and positioning (M = 4.05) and digital distribution (M = 4.16). The use of social media for promotion was the only indicator in the moderate category (M = 2.86), with 40% of respondents disagreeing. Perceived marketing performance was very high (M = 4.39), but profit growth after digital marketing was its weakest indicator (M = 3.86). Field observation revealed that packaging, branding, and record-keeping were weaker than self-assessments suggested. The study concludes that local agribusiness actors are product-oriented rather than market-oriented and recommends strengthening positioning, brand-based promotion, pricing based on cost calculation, and regular marketing evaluation.

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